New website boosts online visibility for well-established mine site services company

Founded in 2005, Elphinstone Mechanical Services (EMS) has grown to become an industry leader in heavy equipment maintenance and field service support to the mining and construction industries. The company engaged Gilligan Group in 2023 to re-build its website to improve its performance in attracting new leads and remaining competitive in the market.

By conducting a comprehensive digital audit, we pinpointed technical and content-related issues within the current EMS website, laying the foundation for a complete overhaul. Our objective was to strategically align EMS’s messaging, ensuring the website site map and page content maximised the use of relevant search volumes and key terms.

To get a full grasp on the company’s key capabilities and competitive advantages, we conducted extensive information gathering, immersed ourselves in the business and analysed competitors. Our keyword research zeroed in on opportunities within heavy equipment maintenance in the mining and industrial sector, creating a set of target keywords to guide the restructuring of the site map for maximum impact.

The new website has emerged as a powerful platform for EMS, featured curated purpose-driven content enhancing their online profile.

We organised a clear site structure that matched EMS’s main services and used SEO-friendly copywriting to create engaging content designed to attract and convert visitors.

The company now has an effective marketing tool to engage with a host of target audiences including prospective clients across Australia, as well employees and job seekers.